B2B contact lists and databases are just like perishable products. Each of them has its shelf life and as they sit the quality of that database is bound to deteriorate. Contacts may have left their positions at companies or moved within them and sometimes entire company offices may have shifted locations or undergone some changes. Often by the time these lists or databases are ready to be used in a campaign they are no longer as effective as they were. There is not much that can be done to stop lead lists and customer databases deteriorating with time but here are a few tips for your lists:

-While buying a ready list always inquire how old the list is and when was the data acquired or last verified. If its more than 6 months old you may want to look elsewhere.

-Inquire about the source or the process by which the list was built to understand what exactly you are paying for and how useful it will be in light of your campaign requirements.

-If you have a database which has been sitting for longer than a few months its advisable to invest in some data verification or cleansing services before actually running a campaign off it. This will ensure better results.

-Remember as a thumb rule larger databases of contacts may mean more leads but also means they are a lot harder to maintain in terms of quality and may not always be the best bang for your buck.

-Check the contents and type of contacts to ensure what you are getting are the contacts or leads you need and don’t go only by numbers of contacts. Unless those contacts are relevant to your sales, they are just contacts and not leads.

So the next time you are evaluating a lead list or purchasing a contact database remember to check the expiry date.